Oz underwear giant criticised for selling bras for six-year-olds

Published: Wednesday, September 29, 2010, 18:23 [IST]

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Melbourne, Sept 29 (ANI): Australian clothing firm Bonds has been criticised as being irresponsible for selling bras for girls as young as six.ngry parents and a leading psychologist have called for a Bonds boycott, with the "bralettes" coming on the heels of its padded bras for eight-year-olds.

Adolescent psychologist Dr Michael Carr-Gregg urged people to boycott Bonds to send the company a strong message opposing the "adultification" of children.

"This is deja vu. The only thing you can do is hit them where it hurts, I would call for a national boycott of all Bonds' products," the Herald Sun quoted him as saying.

"Let them know we are not going to put up with this blatant adultification of our children. What's wrong with letting little girls be little girls?" he stated.

Anti-exploitation group Collective Shout has on its website urged people to contact Bonds and retailer Kmart if they had complaints about the underwear.

"Are Bonds now going to claim that even six-year-olds need a bra, or bralette?" it said.

"While these might be helpful for a 10 or 12-year-old, why are Bonds marketing to such a young age group? The obvious answer is profit.

"Supporters of Collective Shout have contacted us saying that their little girls are asking for these items because other girls in their prep class are wearing them. Of course they don't need them," is stated.

Kids Free 2B Kids director Julie Gale said while some girls developed earlier, little girls should not be targeted with more mature attire.